DIFFERENT LOOK: Whole Living hired new editor in chief Alanna Stang in June, so it was only a matter of time before she would get to work on a redesign. The April issue is different than those from her predecessor — the photography is more lifestyle-driven and sections are more clearly defined — but the cover isn’t changed much. Past issues of Whole Living have featured a piece of fruit or healthy salad on the cover. For April, it’s a tall glass of blue-tinted water that is intended to highlight the importance of water conservation. “We wanted to make the look more bold and modern,” said Stang. “And we’re trying to approach this in a more fun way. We’re getting away from being super earnest.” She provided “The V-Steam: Do You Dare,” cover line as an example. It refers to an ancient practice to deep clean “your lady parts.”

There are also additions to the masthead. Since arriving this summer, Stang has hired two executive editors, Jocelyn Zuckerman and Holley Bishop, managing editor Camille Rankin and deputy features editor Miranda Van Gelder, who also came over from Martha Stewart Living.

This story first appeared in the March 15, 2012 issue of WWD. Subscribe Today.

Next month, she’ll introduce the May issue of Whole Living on the iPad and more apps are in the works. The Whole Living Smoothies App for the iPad and iPhone was number one in the lifestyle category when it launched in June. So far, advertisers seem to be responding to the new look. Ad pages are up 34 percent, year to date, according to a spokeswoman.

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